Amazon India has launched SmartBiz, a free platform enabling sellers to create their own websites while leveraging Amazon’s logistics and payment systems. The move reflects the rise of direct-to-consumer (D2C) channels, positioning Amazon as essential infrastructure for e-commerce, even if it risks short-term losses in marketplace commissions and ad revenue.
In a strategic shift, Amazon India has unveiled SmartBiz, a free website-building platform for sellers. The initiative allows merchants to set up independent online stores with integrated Amazon checkout, fulfillment, and shipping services. This comes as D2C channels grow rapidly, now accounting for 10–15% of online retail GMV, up from just 2-3% a few years ago.
While the move could impact Amazon’s marketplace and advertising revenues estimated at ₹1,000-1,500 crore annually the company sees long-term gains in becoming the backbone of India’s e-commerce ecosystem. Competing with platforms like Shopify and Dukaan, SmartBiz offers drag-and-drop customization, catalog imports, and seamless logistics support. Free access will continue until March 2026, after which subscription models may be introduced.
Key Highlights
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SmartBiz Launch: Free website builder for sellers, powered by Amazon.
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D2C Growth: Brand-owned platforms rising to 10–15% of online GMV.
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Integrated Services: Amazon checkout, fulfillment, and shipping included.
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Revenue Trade-off: Potential short-term loss of ₹1,000–1,500 crore in marketplace/ad revenue.
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Future Monetization: Free until March 2026; subscriptions likely afterward.
This initiative underscores Amazon’s strategy to remain indispensable in India’s evolving e-commerce landscape by supporting sellers in building independent digital identities.
Sources: ScanX News, Adarsh News, SmartBiz by Amazon